Consumption Or Production: An Audience Analysis Of The Self-produced Drama "Mengzhou Youth"

In the era of network,the dissemination of information shows interaction and openness in general. However, in the development process of Internet, it sometimes escapes the general characteristics, showing the opposite characteristics, namely closed communication. Dialect drama "Mengzhou Youth" is a form of network in local, which although relies on the Internet, but reflects the highly self-sufficient characteristics.By the rational analysis, we find that the audience play an important role in the dialect drama.Despite the maturing of network development, researches about local network are often overlooked by scholars. Given this reality, doing the research about "Mengzhou Youth" audience is a very meaningful thing.Then in order to clarify the roles and behaviors of the audience, this study advocates to analyze three aspects which are the information production, information flow and information cycle structure of the dialect made drama. We know that through presence, online and offline communication, sharing and oral propaganda, the audience participate in dialect drama "Mengzhou Youth". Finally, we conclude that the audience is not only consumers of the medium product, but also the producers.Why do audience participate in production and consumption? Next, under the guidance of the use and gratification Theory,this study conducts in-depth interviews with 30 local people and displaced. According to the results of previous studies of audience motivation, interview and observation, we conclude that they have five motivation, namely entertainment, interpersonal promotion, personal identity, environmental awareness and others. Followed by the investigation of complex options, the researchers clearly outline the specific distribution of these five motivation. Through in-depth interviews, the researcher further explores the motives of local audience in media production and consumption, and the motives of audience who leaved their homes in media consumption. Eventually, the researcher obtains the following conclusions:production motivations of local audience are self-display and group-display; consumption motivations of local audience are various,which are obtaining entertainment, improving interpersonal relations, strengthening self-identity, and identifying social environment; the main media consumption motivations of audience who leaved their homes are different from local audience's. By using the media, they can reduce personal loneliness, strengthen social recognition and look for a sense of belonging. we know the reasons of the local audience mainly for the purpose of ceremonial use and the displaced audience mainly for the purpose of instrumental use. In addition, through this study, people can understand how the county or rural audiences interact with the local media and social reality.